HATEWATCH THE OSCARS

ASK: create a campaign that answers the question, “Are some opinions about movies more correct than others?” and encourage people to go to theaters and participate socially on the platform.

WORK: We’re hosting Oscar ‘Hate-watch’ parties at AMC theatres across the US, where cinephiles can bond over their shared film frustrations.

Tickets to the hate-watch will be given to users who participate in The People’s Ballot, an in-app Letterboxd Oscar ballot representing the people’s choice.

PRE-LAUNCH:

First, we ragebait cinephiles with some ‘friendly’ reminders of blood-boiling Oscar memories.

IN-APP

OOH

LAUNCH:

OOH around college campuses, social posts, and a hero film

OOH

SOCIAL

HERO FILM

ACTIVATION:

AMC x Letterboxd opens their doors to the Hate-watch with special goodies.

IN-APP INVITATION

HATEWATCH CHERRY TOMATOES